German advertising market bounced back in April 2025 following a downturn in March. Nielsen’s latest data shows traditional media, especially outdoor advertising and print, playing a vital role in the recovery.
What you’ll find in the article:
- Market overview: Key numbers and signs of stabilization
- Traditional media gains: Outdoor and newspaper advertising climb
- TV advertising trends: Still dominant, but slightly down
- Retail sector investment: Strong performance from food and brick-and-mortar
- Final thoughts
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Following a difficult March, the German advertising market saw renewed momentum in April 2025. According to Nielsen, advertising expenditures rose to €2.70 billion – a 1.4% increase compared to April 2024. Although slightly below March’s €2.79 billion, this year-over-year growth marks a positive shift after the prior month’s 5.1% drop.
Traditional media see notable gains
Outdoor advertising was the strongest performer, rising by 15.2% year-over-year to €247 million. Newspapers also gained ground with a 7.3% increase, reaching €526 million. These figures signal a renewed interest in traditional media formats, which had been under pressure in recent years. The consistent presence of these channels in media strategies suggests they continue to offer reach and reliability.
Cinema advertising also contributed to the uptick, posting a 9.6% increase from the previous year. Meanwhile, radio rose by 6.3%, bringing in €156 million. Not all print media saw gains, though—consumer magazines declined by 4.2%, landing at €187 million.
Television still leading, but losing momentum
Television remained the largest advertising channel, with €1.24 billion spent in April. Despite a slight 1.2% dip compared to the previous year, this is an improvement over March’s 6% year-on-year decrease. Holding 46% of the market, TV continues to dominate, albeit amid signs of stagnation.
Retail drives market forward
Sector analysis shows food retail and brick-and-mortar businesses playing a key role in growth. Food retail alone accounted for €250 million in advertising – a 13.9% rise. Total retail spending jumped by 58.1%, underscoring the sector’s aggressive stance on visibility during a time of cautious consumer spending.
In contrast, online services dropped significantly, falling by 34.3%. Corporate advertising also declined by 16.1%, highlighting continued conservatism in digital and brand-driven segments.
Final thoughts
Traditional media thrive in German advertising market
The German advertising market in April 2025 reflects cautious optimism. Traditional media channels, particularly outdoor and print, are regaining prominence. Television remains a reliable pillar, and retail’s advertising investments suggest rising consumer confidence. Yet, the digital sector’s retreat signals unresolved uncertainty, making the coming months critical for shaping longer-term trends.
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